Category Archives: Tourism Marketing

They’re probably not in your 2026 marketing plan. But they should be.

While most tourism businesses focus on websites, SEO, social and paid ads, two of the most influential platforms shaping AI-generated answers are Wikipedia and Reddit.

And as travellers increasingly ask ChatGPT, Gemini and other AI tools where to go and who to book with, these platforms are quietly influencing the results.

Welcome to the era of Generative Engine Optimisation (GEO).

Wikipedia Builds Credibility

Wikipedia is widely considered one of the most trusted data sources used by large language models. It provides structured, referenced information that AI tools rely on to define and validate businesses.

A strong Wikipedia presence helps AI understand:

• Who you are
• What type of...

We hear this phrase a lot, particularly in tourism: “My website is just a digital brochure.”

It sounds harmless, but it’s one of the most expensive beliefs a tourism business can hold. Because your website isn’t a digital pamphlet. It’s not there just to look nice, list a few facts and prove you exist.

Your website is your hardest-working sales tool where you own both the content AND the customer relationship. If done well, it provides content for AI Search, and works while you’re on the water, guiding a tour, cleaning rooms or sleeping.

But if it’s been built and treated like a brochure, it’s probably underperforming.

This mindset will cost you bookings.

The problem with brochure thinking

Brochure-style websites focus on telling, not selling. They tend...

Image: Adam Firman

Seems all tourism trend predictions for 2026 are about AI. AI itinerary builders. AI customer service. AI personalisation. AI everywhere.

But here’s the interesting thing. While we debate how AI will transform our tourism, many travellers are quietly moving in the opposite direction.

This is what I’m hearing here in the US. It comes up on chair lifts, at dinner parties and in conversations with people who travel often. It’s what Condé Nast, Vogue and major travel publications are writing about.

As technology becomes more powerful, many travellers are actively choosing trips designed around being offline and slowing down.

Digital detoxes

One of the clearest examples is the rise of digital detox retreats. What used to be a niche wellness offering is...

The Kingdom of Tonga has unveiled its new destination brand, “Kingdom of Tonga: The Friendly Islands”, developed in partnership with Tomahawk. 

Drawing on Tonga’s globally recognised nickname, The Friendly Islands, the new brand celebrates the nation’s warmth, hospitality, and vibrant culture. Each letter in the TONGA logo has been carefully designed to reflect traditional tapa patterns and cultural motifs, creating a visual identity that brings the country’s rich heritage to life. 

What sets this rebrand apart is its people-led approach. Over 20 months, Tomahawk conducted extensive research and workshops across four islands, including 15 workshops and over 20 consultations with tourism operators, cultural leaders, schools, community members, and government representatives....

Definition of a Search Engine

As AI and social media has evolved, “search engine” no longer just means Google. The definition of a search engine is now about how travellers find trust, inspiration, and the confidence to book. Whether that’s through a 30-second TikTok, a Google AI summary, or an AI chat conversation that builds their itinerary - search has become more conversational and human.

Today, “search” happens everywhere. And for tourism businesses, that means you need to know where your potential guests are looking. Let's have a look at where they are searching, and the typical behaviour of different generations.

Google’s Not Gone But It's Evolving

Google still dominates much of the discovery and booking process, but how people use it has evolved. With AI...

Big news from the digital world: Instagram content from Business accounts is now being indexed and displayed more prominently in Google search results. In other words, your Instagram photos, Reels, and posts have a much better chance of showing up when potential travellers are searching on Google.

For tourism businesses, this is another example of the evolution of content, and is a golden opportunity!

What’s Changed?

Until recently, your business content on Instagram lived and thrived inside the app, but it wasn’t always easy for Google to pick it up. Now, Google is giving public Instagram Business content more visibility in search results, meaning travellers don’t have to be logged into Instagram to stumble across your posts.

That means every public Instagram post is...